From its beginnings in the mid-20th Century, the Market Research industry has been helping organizations capture the “voice of the customer” in order to attract, retain and grow customer relationships. Across those many decades, research practitioners have used a number of different organizing constructs toguide their customer strategies – measuring constructs such as:

• Customer Satisfaction
• Customer-Perceived Quality
• Customer-Perceived Value
• Customer Loyalty
• Customer Experience

During this time, the pendulum has swung several times from the simple to the complex and back to the simple again. Some of these pendulum swings have been based on new science and new information that led us in new and interesting directions. But often, these swings have been and continue to be reactionary – based on dissatisfaction and frustration with the status quo, or the desire to appear different in a crowded space…

Intriguing, yes?
 

What you just read is an excerpt from a new Customer Experience Whitepaper entitled Loyalty Today, written by Dr. Jon Masland, Managing Director of MAi’s Customer Experience Practice. The complete paper goes into much more detail about these pendulum swings. Then it goes a crucial step further: it provides direction for the future. How? By showing how companies can strike a balance between simplistic and overcomplicated approaches to measuring and improving customer experience.

In this whitepaper, Dr. Masland provides:

• Historical perspective of the “Customer Satisfaction” discipline
• Discussion of Customer Loyalty modeling and NPS (Net Promoter Score)
• Recommendations about a “middle ground” that will improve organizations’ ability to implement successful Customer Experience initiatives

 You can download a copy of this whitepaper here.